From the show floor at NADA Show 2026, Jim Fitzpatrick speaks with Affinitiv CEO Sharon Kitzman about how economic pressure and changing consumer expectations, especially among Gen Z buyers, are impacting vehicle purchases, service decisions, and dealership retention strategies.
Key Takeaways:
- Dealers are seeing clear shifts in buyer behavior, particularly among Gen Z consumers who enter the market with extensive online research and heightened price sensitivity. Many younger buyers are avoiding long-term debt, leading to fewer financed vehicle purchases and a greater willingness to pay cash or delay vehicle replacement altogether. Economic pressure is also pushing consumers to invest more heavily in repairing existing vehicles, with many willing to spend thousands on repairs rather than take on a new payment.
- Service retention remains a major challenge as more customers choose independent service providers for their first post-sale repairs, often because of convenience and perceived lower costs. Dealers must strengthen trust and transparency during the sales-to-service handoff, clearly communicate service value, and use digital tools such as video inspections and remote approval options to meet customer expectations for convenience and control over service decisions.
- Dealership service departments must move away from aggressive upselling and instead adopt a consultative, technology-enabled approach that allows customers to review recommendations at their own pace. Delivering repair information through text, email, or video and offering flexible financing options helps customers make informed decisions without pressure, improving trust and increasing the likelihood of long-term service loyalty.
Catch all of CBT News’ coverage of the 2026 NADA Show here.
